We’ve talked about how setting goals and tracking them is super important in planning an effective social media marketing strategy. But how do you go about that? With analytics, of course! Analytics is simply gathering data and thinking critically about what that data means in context. By using analytics wisely, you can determine whether or not your overall strategy is working, and where tweaks need to be made.
It’s a Numbers Game
Social media offers a ton of data. Seriously, a lot. So much so that it can be overwhelming. This is where your social media goals come in handy. If you know exactly what you want from your social media presence – i.e. increased followership, more website views, lots of people viewing your posts, etc… – you can focus on collecting only the data you need to track those goals.
Establish a baseline by recording the time and date you post. Then, after a consistent amount of time has passed, (the consistency is what’s key here, so you can reasonably compare performance between posts. My rule of thumb is one week) record the data points relative to your goals. Did the post have an affect on your overall followership? What was the overall reach of the post? Over time, you will be able to see your progress, and make tweaks if necessary.
If you are posting consistently and tracking your goals, but not making any progress, don’t be afraid to change your tack. A tweak in strategy might not lead to direct progress towards your goal right away, but it will give you more information, so your next adjustment has a better chance of succeeding.
Through the course of a social media campaign, I’ll do this kind of experimenting most often with determining the best time to make a post. Making a small change, like scheduling a post for lunchtime instead of the evening, can have a huge impact.
Eyes on the Horizon
In the world of social media marketing, your goals are always changing. You’ve either met your goal and are setting a new one, or you’ve reshuffled your priorities and determined a new course. Paying close attention to how your posts perform, and whether or not they are accomplishing what you want them to, can help strengthen your overall online presence.
An analytical approach to social media marketing can be intimidating. We can help you with that! We have several tiers of social media support, from providing a step-by-step outline for you to follow, to full and robust social media management piloted by yours truly. Interested in expert help? Learn more about our social media management services.